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MBA硕士毕业论文_G装饰工程有限公司市场营销策略研究

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从 20 世纪 80 年代中后期开始,房地产市场的发展热潮为我国建筑装饰行业 提供了不可多得的发展机会,建筑装饰行业趁此机遇迅猛发展,为我国经济建设 和社会发展做出巨大贡献。随着我国市场经济体系的不断完善,居民生活水平的 稳步提高,人们对生活和工作环境有了更高的品质追求,建筑装饰行业在人们生 活中扮演的角色变得更加重要。纵观我国建筑装饰行业发展现状,较低的市场准 入条件和有效市场监管措施的缺乏导致大批无经营资质的企业和个人涌入市场, 国内市场趋于饱和,行业无序竞争加剧,给我国建筑装饰行业的发展带来诸多变 数。企业如何在充满机遇和挑战的复杂环境中发展壮大,市场营销策略的选择显 得尤为关键。 本文以 GG 装饰工程有限公司为研究对象,通过将 PEST 分析法、波特五力 模型和 SWOT 分析法有机结合,对公司宏观环境、外部竞争环境和内外部综合环 境进行全面分析,找到公司在市场营销方面存在的营销渠道单一、定价机制不合 理、服务质量不到位、促销手段缺乏等一系列问题。再运用 STP 理论选择最符合 公司未来发展方向的目标市场,并针对具体的目标市场将公司提供的产品和服务 加以定位。然后利用 4Ps 理论制定符合当前形势下公司实际发展需求的市场营销 策略,帮助公司获得更好的发展空间。最后通过加强企业文化建设、完善激励机 制和注重人才队伍培养等措施把市场营销策略落到实处,从而提高企业的核心竞 争力。 关键词:市场营销,营销策略,STP 理论,4Ps 理论 沈阳大学硕士学位论文II Research on marketing strategy of GG Decoration Engineering Co., Ltd Abstract Since the middle and late 1980s, the development boom of the real estate market has provided a rare opportunity for the development of China's building decoration industry. The building decoration industry takes advantage of this opportunity to develop rapidly and make great contributions to China's economic construction and social development. With the continuous improvement of China's market economy system and the steady improvement of residents' living standards, people have a higher quality pursuit of living and working environment, and the role of building decoration industry in people's life has become more important. Looking at the development status of China's building decoration industry, the low market access conditions and the lack of effective market supervision measures lead to a large number of enterprises and individuals without business qualification to rush into the market, the domestic market tends to be saturated, and the industry disorderly competition intensifies, which brings many variables to the development of China's building decoration industry. How to develop in the complex environment full of opportunities and challenges, the choice of marketing strategy is particularly critical. This paper takes GG Decoration Engineering Co., Ltd. as the research object, through the organic combination of PEST analysis, Porter's five forces model and SWOT analysis method, comprehensively analyzes the company's macro environment, external competition environment and internal and external comprehensive environment, and finds that the company's marketing channels are single, pricing mechanism is unreasonable, service quality is not in place, and promotion means are lack And a series of questions. Then the STP theory is used to select the most suitable target market for the company's future development direction, and the products and services provided by the company are positioned according to the specific target market. Then, the 4Ps theory 沈阳大学硕士学位论文沈阳大学硕士学位论文 III is used to formulate the marketing strategy in line with the actual development needs of the company under the current situation, so as to help the company obtain better development space. Finally, through strengthening the construction of corporate culture, improving the incentive mechanism and focusing on the cultivation of talent team, the marketing strategy is put into practice, so as to improve the core competitiveness of enterprises. Key words: Marketing, marketing strategy, STP , 4PsIV 目录 摘要.................................................................................................................................... I Abstract..............................................................................................................................II 第1 章 绪论......................................................................................................................1 1.1 研究背景及意义...................................................................................................1 1.1.1 研究背景.....................................................................................................1 1.1.2 理论意义.....................................................................................................2 1.1.3 现实意义.....................................................................................................2 1.2 国内外研究现状述评...........................................................................................2 1.2.1 国内研究现状.............................................................................................2 1.2.2 国外研究现状.............................................................................................5 1.2.3 国内外研究现状评述................................................................................. 6 1.3 研究内容及方法...................................................................................................7 1.3.1 研究内容.....................................................................................................7 1.3.2 研究方法.....................................................................................................8 1.4 研究创新点..........................................................................................................8 第2 章 相关理论综述.....................................................................................................10 2.14Ps 理论...............................................................................................................10 2.2STP 理论............................................................................................................. 10 2.3 营销策略分析工具.............................................................................................11 2.3.1PEST 分析.................................................................................................11 2.3.2SWOT 分析...............................................................................................12 2.3.3 波特五力模型...........................................................................................12 第3 章 GG 装饰工程有限公司内外部营销环境分析.................................................... 13 3.1 宏观环境分析.....................................................................................................13 沈阳大学硕士学位论文沈阳大学硕士学位论文 V 3.1.1 政治环境...................................................................................................13 3.1.2 经济环境...................................................................................................14 3.1.3 社会环境...................................................................................................16 3.1.4 科技环境...................................................................................................17 3.2 外部竞争环境分析.............................................................................................17 3.2.1 同行业竞争者的竞争能力........................................................................17 3.2.2 潜在进入者的威胁................................................................................... 18 3.2.3 供应商的议价能力................................................................................... 18 3.2.4 购买者的议价能力..................................................................................19 3.2.5 替代品的威胁...........................................................................................19 3.3 内外部环境综合分析.........................................................................................20 3.3.1 优势(Strengths)....................................................................................20 3.3.2 劣势(Weaknesses)................................................................................22 3.3.3 机会(Opportunities)..............................................................................22 3.3.4 威胁(Threats).......................................................................................23 第4 章 GG 装饰工程有限公司营销现状分析................................................................26 4.1GG 装饰工程有限公司简介................................................................................26 4.2GG 装饰工程有限公司发展现状........................................................................28 4.3GG 装饰工程有限公司存在的营销问题.............................................................33 4.3.1 营销渠道不丰富.......................................................................................33 4.3.2 定价机制不健全.......................................................................................34 4.3.3 服务质量不到位.......................................................................................35 4.3.4 促销手段单一...........................................................................................35 4.4GG 装饰工程有限公司营销问题的原因分析.....................................................36 4.4.1 缺少复合型营销人员................................................................................36 4.4.2 创新性缺乏...............................................................................................36 4.4.3 员工激励体系未成型................................................................................ 37 第5 章 GG 装饰工程有限公司市场 STP 分析...............................................................38 5.1 市场细分............................................................................................................ 38 5.2 目标市场选择.....................................................................................................40目录 VI 5.3 市场定位............................................................................................................ 41 第6 章 GG 装饰工程有限公司市场营销策略制定........................................................43 6.1 产品策略............................................................................................................ 43 6.1.1 发展绿色环保建筑装饰产业....................................................................43 6.1.2 提高产品质量...........................................................................................44 6.1.3 完善服务体系...........................................................................................44 6.2 价格策略............................................................................................................ 45 6.2.1 优化报价模板...........................................................................................45 6.2.2 采用产品组合定价................................................................................... 46 6.3 渠道策略............................................................................................................ 47 6.3.1 拓展互联网营销渠道..............................................................................47 6.3.2 优化关系渠道...........................................................................................48 6.4 促销策略............................................................................................................ 49 6.4.1 广告促销...................................................................................................49 6.4.2 营业推广促销...........................................................................................50 6.4.3 联合促销...................................................................................................51 第7 章 GG 装饰工程有限公司营销策略实施的相关保障措施.....................................53 7.1 加强企业文化建设.............................................................................................53 7.2 完善激励机制.....................................................................................................54 7.3 注重人才队伍培养.............................................................................................55 第8 章 结论与展望.........................................................................................................57 8.1 结论....................................................................................................................57 8.2 展望....................................................................................................................58